Study On Logistics Service Quality Of Fresh Products Of E-Commerce Based On Customer Satisfaction

Recently,the market for fresh product of e-commerce has experienced rapid growth with an average annual growth rate of over 80%.E-commerce and logistics enterprises including Tmall,Jingdong,No.1 store and SF Express have entered this field.Moreover,the fresh e-commerce only accounts for 3.4% of the total retail sales of agricultural products online,and there is still much room for growth in the future.In this market,there are various problems,especially in the field of logistics services.Theres problems seriously affecting consumers' service evaluation.At present,there are few researches on fresh e-commerce logistics service at home and abroad.How to scientifically evaluate the quality of fresh e-commerce logistics service has not formed a complete set of indicators.Based on the theoretical analysis of logistics service quality at home and abroad,we studied the factors that affect the service quality of fresh logistics.The research contents include the following aspects:(1)We determined the dimensions of freshness and supply chain logistics service quality impact factors through SERVQUAL scale and LSQ model;And we refine the indicators of each dimension,set the index items,set up the initial Evaluation System through interviews with logistics experts and relevant practitioners data.(2)We access to the user evaluation data of the mainstream e-commerce platform of Tmall and Jingdong.We used Python to compose and separate the high-frequency words in the user evaluation through the network miner data crawler software.And we further classify the data Customer continued purchase behavior and the stability of demand potential factors,supplement and improve the initial evaluation index system.(3)We distributed the questionnaire and verified the consistency and stability of the evaluation system.And we also deleted the dimensions and indicators that don't meet the requirements through SPSS which was used to analyze the overall correlation,reliability and validity of the questionnaire data.Through factor analysis and regression analysis,we determined the influence weight of specific dimension and index.We finally determined the evaluation model of logistics service quality of fresh e-commerce.(4)To analyze the fresh logistics service quality of Jingdong,we used the revised evaluation model to determine whether the difference between customer expectation and perception is in the "tolerance zone" in each dimension.The results show that the reliability,empathy and responsiveness basically in the "tolerance zone",Jingdong Fresh had its advantage over customer expectation in hardware equipment,order response and employee service.The freshness dimension has more room for improvement than the "tolerance zone",especially freshness and quality of fresh products.In this paper,aiming at the quality of fresh electronic commerce and logistics service,we designed a set of evaluation index system with 14 indexes in 4 dimensions.The dimension includes freshness,reliability,empathy and responsiveness.Through the questionnaire survey and SPSS software,the evaluation model is amended and applied to the fresh platform of Jingdong.Comparing with the traditional B2 C e-commerce logistics service quality model,the validity of e-commerce logistics service quality evaluation model is further verified.We provided reference for the level of logistics services on fresh electricity business platform.